The Toyota Mobility Foundation (TMF), in collaboration with Deloitte’s Future of Mobility Solution Center, has successfully completed the trial phase of its Sustainable Mobility Advancing Real Transformation (SMART) @Ubud Program. The initiative aimed at addressing Ubud’s mobility challenges through sustainable solutions has now handed over assets, business models, and operational guidelines to local government partners for potential future implementation.
The SMART@Ubud Program targeted Ubud’s transportation issues with two primary solutions: a connected on-demand shuttle service using 10 xEV units (5 Battery Electric Vehicles and 5 Hybrid Electric Vehicles) and the installation of digital display monitors at key bus stops along the Trans Metro Dewata route. These displays provided real-time bus schedules, enhancing commuter convenience and connectivity.
Operating from September 2023 to May 2024, the trial served 20,000 customers, with over 80% of rides pooling multiple individuals. Customer satisfaction was exceptionally high, averaging 4.8 out of 5.0, surpassing industry benchmarks.
Iterative Development of Business Model
Iteration 1: Stabilize Operations
The initial phase focused on stabilizing operations and ensuring a smooth launch of the SMART xEV shuttle service. Key learnings included the need for more accessible charging stations and greater local resident engagement.
Iteration 2: Enhance Operational Efficiency
Feedback from the first phase led to the installation of a fast-charging station and new stops to meet local demand. Socialization activities were also conducted to explore additional customer segments.
Iteration 3: Ensure Business Sustainability
The final phase tested updates such as increasing vehicle capacity, reducing the number of operational vehicles, and integrating real-time bus schedule displays to improve public transport linkage. A loyalty program and a point-of-interest scheme with local businesses were also trialed to boost ridership.
Key Learnings for an Optimal Business Model
Customer Needs and Financial Viability: Sustainable business models must consider customer needs, revenue sources, and charging schemes to minimize customer impact and utilize alternative revenue streams.
Emission Reduction and Efficiency: Tests showed hybrids performed comparably to BEVs in terms of emissions in Central Ubud, with hybrids offering operational efficiency advantages due to reduced charging downtime.
Local Conditions: The business model must account for local factors like ceremonies and weather conditions that impact performance.
Application Benefits: The use of an application improved customer experience and provided data for timely business model adjustments.
Public Transport Integration: Real-time schedule displays for the Trans Metro Dewata bus system helped link different mobility modes, potentially increasing usage of both transport options.
Community Feedback and Future Considerations
Local authorities and community leaders praised the program’s contributions to sustainable mobility:
Pras Ganesh, Executive Program Director, TMF: “The SMART@Ubud Program has achieved its goal of proposing viable business models that deliver mobility for all. We look forward to replicating similar projects in other cities.”
Samsi Gunarta, Head of Bali Land Transport Authority: “The program aligns with our vision for sustainable mobility in Bali and has proven the potential of low emission vehicles for public transport.”
Made Arianta, Head of Gianyar Land Transport Authority: “SMART has supported us in increasing transport options within Ubud and promoting pooling to reduce congestion.”
Tjokorda Bayuputra Sukawati, Head of Yayasan Bina Wisata: “The program has positively impacted our community and enhanced the visitor experience.”
Nandi Julyanto, President Director, Toyota Indonesia: “The initiative aligns with Toyota’s principles of sustainability, innovation, and partnership.”
Yasuyuki Murakami, Executive Director, Deloitte Future of Mobility Solution Centre: “This collaborative effort has brought sustainable innovations to address mobility needs in the community.”
The TMF and Deloitte’s Future of Mobility Solution Center are committed to continuing their efforts in developing sustainable mobility solutions and look forward to addressing similar challenges in other regions.
